CVS Launches Salma Hayek Nuance

Christopher Durham Aug 10, 2011 1

Woonsocket, R.I. based drugstore CVS/pharmacy, today announced the introduction of the exclusive Private Brand beauty collection, Nuance Salma Hayek.  Co-developed by actress Salma Hayek and CVS/pharmacy, Nuance Salma Hayek is a full beauty line offering high-quality products designed to enhance every woman’s individual beauty, at a price that she can afford.  The collection of more than 100 products within four categories – skincare, cosmetics, haircare and body – is available only at CVS/pharmacy locations nationwide and on the companies website.

The first complete beauty line developed by an actress in partnership with a national retailer, Nuance Salma Hayek was inspired by Hayek’s grandmother, a cosmetologist who developed her own homemade beauty remedies.  An embodiment of her rich family heritage, the products in the Nuance Salma Hayek line represent the fusion of advanced, proprietary formulations and personal beauty rituals passed down from generations.  Each product in the line was inspired by Hayek’s own beauty rituals as well as her extensive global travels.  Many ingredients, such as tepezcohuite, blue agave, prickly pear and lime enzyme, are being used in exclusive beauty formulas available to the mass market for the first time.  Hayek rigorously tested every product in the line, partnering with formulators to ensure the highest standards and results.

“I wanted to create a line of premium beauty products that were both effective and affordable using the ingredients and knowledge passed down to me from my grandmother,” said Hayek. “My partnership with CVS/pharmacy allowed me to be truly involved in every aspect of product development, bringing my vision to life in making a line that is available to all women, who are entitled to preserve their youth no matter what.”

“CVS/pharmacy’s leadership in beauty for the past decade has been demonstrated by a long list of first-to-market innovations for our beauty customers,” said Mike Bloom, Executive Vice President of Merchandising and Supply Chain for CVS/pharmacy.  “Our partnership with Salma Hayek in creating a premium beauty line that is accessible to all women takes our beauty leadership and innovation to the next level.  We are proud to introduce this highly-anticipated line, Nuance Salma Hayek, exclusively to CVS/pharmacy customers.”

Premium, yet approachable, the Nuance Salma Hayek line combines exotic, natural ingredients and ancient beauty secrets with science to create efficacious products that enhance the nuances that define every woman’s individual beauty.  Prices range between $2.99 and $19.99, and the line includes:

  • Nuance Salma Hayek Skincare: Nuance Salma Hayek Skincare products are specially formulated with natural fruit extracts and essential oils to address multiple skincare concerns like aging, loss of hydration, and uneven tone and texture.
  • Nuance Salma Hayek Cosmetics: Nuance Salma Hayek Cosmetics include a full line of products for face, eyes and lips in a palette of stunning shades. Advanced technology and fine ingredients create beautiful, endless, customized looks.
  • Nuance Salma Hayek Haircare: Nuance Salma Hayek Haircare products address the needs of all hair types with formulations for fine hair, dry hair and chemically treated hair. The line includes treatments that nourish, style and help protect for all-day, healthy-looking hair.
  • Nuance Salma Hayek Body: Nuance Salma Hayek Body treatments combine nourishing botanicals and natural fruit extracts to help create more youthful, hydrated and radiant-looking skin.

For more information on Nuance Salma Hayek and to purchase the products, please visit cvs.com/nuancesalmahayek. To hear more about the inspiration behind the line and additional information directly from Salma, please visit facebook.com/cvsbeautyclub.

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Christopher Durham

Vice President of Retail Brands at Theory House

Christopher Durham is the founder of My Private Brand and the VP of retail brands at Theory House, the branding and retail marketing agency. He is a consultant, strategist and retailer with close to 20 years of real-world retail and corporate experience creating, launching and building billion dollar Private Brands.

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One Comment »

  1. Christina Fernandez Shapter Aug 14, 2011 at 9:27 pm - Reply

    I bought a huge haul of these products today (skincare, cosmetics, hair care), and I am so excited to try them out! CVS is running an introductory 2 for 1 deal, which is a brilliant marketing idea (which I’m sure is: Get ‘em to buy as much as possible and then get ‘em hooked! I think it’s working.)

    I am impressed by Salma’s integrity in creating this line in that her skincare products are paraben-free and fragrance-free, and no junk! I am no longer buying any product that has ANY parabens in it, and I am very glad that she has made an affordable line of products that aren’t over-inflated in price, while making them accessible to women through CVS in an uncertain economic climate. I understand that Salma was very hands-on in the development of each and every product. Well done, Salma!

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